[Remote] Director, Lifecycle Marketing & CRM

Note: The job is a remote job and is open to candidates in USA. Sur La Table is seeking a strategic CRM leader to oversee the full lifecycle of customer relationships across various channels including email and SMS. The Director, Lifecycle Marketing & CRM will be responsible for driving revenue growth through lifecycle campaigns, optimizing automation architecture, and evolving the customer loyalty program.ResponsibilitiesOwn the full email and SMS calendar across all business units — cadence, segmentation, deliverability, and send discipline — balancing competing demands from multiple channels and stakeholdersPartner with Brand and Creative to build a library of modular, brand-forward templates that flex across campaign types, business lines, and audience contextsLead personalization strategy: dynamic content, audience-specific versioning, and AI-powered content recommendations as standard operating practiceOwn core KPIs — revenue per send, repeat purchase rate, LTV by segment, list growth, reactivation rate — and report them to leadership with a clear performance narrativeBuild, scale, and optimize the full automation architecture — post-purchase, lifecycle, Culinary booking, loyalty, and reactivation programs — with a mandate to drive significant revenue growth through automated campaignsEvaluate and implement best-of-breed CRM technologies. Own the vendor roadmap, build the business case for change, and execute transitions with discipline. AI capability and API/integration depth are primary evaluation criteriaChampion AI-first ways of working: leverage platform integrations and MCP connections to automate insight generation, and partner with internal technology teams to build custom tooling that gives the CRM function a capability edgeOwn the CDP and predictive intelligence platforms as strategic assets — driving cross-channel segmentation, LTV modeling, and touchpoint orchestration across all business unitsBuild the customer health reporting cadence — list trajectory, engagement quality, repeat purchase rate, cross-business-unit buyer rate, LTV cohorts, new customer acquisition, and reactivation performance — and make it visible and actionable for leadershipOwn and evolve the Sur La Table Perks program — structure, benefits, offer architecture, and program economics — with a roadmap that transitions loyalty into a genuine relationship platformUse customer intelligence to understand what drives frequency, AOV, and cross-business-unit engagement among your best customers. Report customer growth as a recurring leadership metric with a clear narrative around trajectoryServe as the CRM voice in cross-functional planning across all business units — GTM strategy, promotional calendar, Culinary programming, and campaign briefing — as an upstream contributor, not a downstream executorUnderstand how each business unit operates commercially — Hardgoods sell-through dynamics, Culinary class fill rates, in-store traffic and loyalty economics — and build CRM strategy that reflects that realityPartner with Performance Marketing, Brand, and Merchandising to ensure CRM is a planned, proactive contributor to major campaigns and commercial prioritiesLead and develop a focused CRM team. Establish a proactive development cadence — growth goals, stretch opportunities, and honest conversations about trajectoryOwn vendor relationships across the CRM stack. Hold partners to clear performance standards and a continuous improvement expectationOwn the full financial picture for CRM — budget management, sales forecasting, and P&L accountability across Email, SMS, Loyalty, and lifecycle automation. Set revenue targets by channel, track performance against forecast, and report financial outcomes to leadershipSkills8+ years of progressive CRM and lifecycle marketing experience with demonstrated ownership of a full program spanning multiple channels, campaigns, and business unitsProven omni-channel acumen: you understand how customers move between eCommerce, physical retail, and service/experiential business lines, and you build strategy that reflects that journeyExperience supporting multiple business units simultaneously — balancing competing priorities, managing a complex send calendar, and maintaining program discipline across stakeholders with different commercial goalsDeep platform expertise across a modern CRM stack: CEP/ESP (Braze or equivalent), CDP, predictive intelligence tools, SMS, and loyalty infrastructure. Hands-on familiarity with AI integrations and API-driven workflowsStrong creative sensibility — you partner with design teams to produce brand-rich, high-performing email and SMS creative across multiple campaign types and audience contextsStrong analytical instincts — you translate LTV, retention, and engagement data into business cases that resonate with commercial and finance stakeholdersCross-functional credibility — you show up with a point of view, advocate for the customer relationship when the business pushes for volume, and hold your ground on channel disciplineRetail or omni-channel background requiredMulti-business-unit or multi-category experienceCulinary, food, or lifestyle brand experienceBenefitsPaid time off policies401(k) matchMedical/dental/vision and a variety of supplemental policiesEmployee discounts across our portfolio of brandsRRSP matchMedical, dental, and vision coverageA variety of supplemental benefit optionsEmployee discounts across our portfolio of brandsCompany OverviewSur La Table is an online store that sells table tops, cookware, bakeware, ovens, and kitchen tools for domestic use and gifting purposes. It was founded in 1972, and is headquartered in Brownsburg, Indiana, USA, with a workforce of 1001-5000 employees. Its website is https://www.surlatable.com.